Summary Decoding Advertising by Judith Williamson is a book that explores the theory that advertising has no meaning. Williamson supports this theory by showing visible examples of advertisements from around the world.

Oct 10, 1993. The NOOK Book (eBook) of the Deadline at Dawn: Film Criticism 1980-1990 by Judith Williamson at Barnes & Noble. FREE Shipping on $25 or more! Editorial Reviews. About the Author. Judith Willimason is currently Visiting Professor at City University, London. BibMe Free Bibliography & Citation Maker - MLA, APA, Chicago, Harvard. JUDITH WILLIAMSON PDF. Decoding Advertisements (Ideas In Progress) By. One of them right here is the Decoding Advertisements (Ideas In Progress) By Judith Williamson that we will certainly recommend. Online store, I felt it important to say: I was never the same after this book. I don't look at myself or at anything in.

She gives these examples in order to show the pattern that advertising has been successfully running on for decades. Although the book was originally published in 1978 it has been republished 17 times since the information is always relevant to the world of advertising and human behavior. Differentiation 'The first function of an advertisement is to create a differentiation between one particular product and others in the same category' (Williamson) Book Example: 'The Natural' 'If what is socially acceptable is called 'natural', and what is socially unacceptable, 'unnatural', it is clear that social values are simply being hammered into nature, as onto a carbon copy, which may then be produced to ratify the original' (Williamson, 124). Book Example: 'Toteism' ' Products whose only meaning derives from a re-hash of mythological elements already present in society, develop such an aura of significance that they tell something about their buyers and actually sell directly to them' (Williamson, 45). Decoding Advertising by Judith Williamson Megan McCue My Thesis I argue that Decoding Advertising is a very insightful book on how adverting has no meaning at all and that we the consumer give it all the meaning.

Through our own personal experiences and biases advertising is given a narrative to which it is given meaning. If consumers did not already have notions in their heads then advertising would have no effect on the masses it would be just merely images. I will be discussing three main terms mentioned in the book: differentiation, 'toteism', and the idea of 'the natural'.

- Everything begins with an image. The image is to signify what the product represents. Vray Rhino Serial. - Images differentiate from one brand versus another or one product to another in the same brand.

- Values and ideas instilled with image once consumer observes it. Modern Day Example - We are all signified on what product we buy or brand we choose. - We see ourselves as being in a specific category. - Images, meanings, lifestyles, are all things one wishes to achieve through the labels in products. Book Example: Modern Day Example: - A symbol in our culture that is considered 'good' or 'better', 'undesirable' or 'desirable'. - Nature gives man their existence so that can correlate with the product being labeled as such. - Nature can be used as something being mystical, enchanting, or alien.

Modern Day Example: Decoding Advertising by Judith Williamson relates to IMC because it opens up the idea that the consumer is making the decisions not the advertisement. This gives another tool for the IMC professional to figure out ways to advertise to the consumer by either bringing in new information or figuring out what narratives the consumer already knows and enjoys.

This book also is very insightful for the IMC professional by going back and researching ads in depth and looking at the big picture. In conclusion Decoding Advertising was a very enjoyable book to read along with being so informative. Not only by reading this book I learned new ways of thinking about advertisements relationships with consumers I was able to relate the book into my own life as a perfume saleswoman and an IMC student. This book is something I highly recommend to anyone going into IMC to keep as a reference tool for more insight into the minds of the consumer.